Tuesday, February 16, 2010

Rebranding the Swedish Armed Forces

Sweden has not been in war since 1813. The focus for the army is now peacekeeping abroad. Starting 2010 the Swedish military service is no longer mandatory. So the Swedish Armed Forces want to attract talent – brain rather than muscles – to fullfill their missions abroad. Our challenge was to rebrand the Swedish Armed Forces from a traditional defensive collective into a modern employeer.

THE OLD BRANDING

THE NEW LOGO

We got rid of the sword that symbolizes attack. We kept the shape of the shield, it’s made by two hands that clasp together, a metaphor for conflict resolution. The shield could also be seen as the ladder for personal development. On top we have the three crowns combined into one.

CAMOUFLAGE OF DIVERSITYCamouflage is used for disguising yourself in the nature. We turned this around and created a new camouflage that is all about showing yourself. It reflects the diversity within the organization.

At above, you didnt read any of the write-up apparently and or dont understand the two edged purpose of a military.

When the focus of your organization changes so should the way you present yourself. I dont necessarily agree with all the design choices made (feels like too much of a jump from one point to another imo) but the approach makes sense.